The European snack market reached a record value of €234 billion in 2024, registering annual growth of 2,9% (€7 billion), according to the new study by Circana, “Snack Unwrap: The Insatiable Craving for Growth”.

Data shows that snacks now account for 40% of all grocery sales on the continent, in a category that is increasingly hybrid, cross-cutting and culturally rooted.

Growth driven by health, convenience, and indulgence.

According to the report, the category's growth far exceeds inflation, driven by consumer trends that prioritize health, convenience, and emotional pleasure. Segments such as breakfast bars (+6%), dried and dehydrated fruits (+4,9%), yogurts (+3,5%), and cheeses (+3,1%) stand out for their dynamism, reflecting a growing demand for functional, satiating snacks that are beneficial for digestive and metabolic well-being.

The analysis is based on point-of-sale data from six major markets — France, Germany, Italy, the Netherlands, Spain, and the United Kingdom — covering 628 snack segments , from sweet and savory to frozen, fresh, functional, and plant-based products.

“The snack aisle has become a mirror of modern life,” summarizes Ananda Roy, SVP of Circana. “To succeed, brands can’t treat snacks as a category, but as a culture—fluid, hybrid, and constantly evolving.”

The study highlights that the category is evolving faster than at any other time since the pandemic, with consumers making more intentional decisions: they seek energy, balance, controlled indulgence, convenience, and social identity. Viral trends, snacks for specific moments (such as pre-workout or nighttime relaxation ), clean label snacks , and controlled portions are among the main drivers of growth.

Supermarkets continue to dominate.

In terms of channels, supermarkets continue to dominate the European market, representing 50% of total sales, followed by discounters , which contributed €44 billion. Convenience stores, on the other hand, registered a drop in sales volume, while hypermarkets remained stable.

On the other hand, specialized channels and e-commerce showed the greatest growth, pointing to new opportunities in digital sales and premium products.

Among the markets with the highest sales value in snacks , the United Kingdom (+3,6%) and Germany (+2,5%) lead, reflecting the maturity of their sectors. The Netherlands (44,6%) and Italy (43%) have the largest share of the snack category in total grocery sales.